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All Journal Economics and Business Journal
Agus Setyo Pranowo
Universitas Pakuan Bogor, Indonesia
Economics, Econometrics & Finance

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Price Perception and Online Promotion Effects on Brand Awareness and Purchase Decisions for Kaiamuslimwear Kurta Desi Sulastri; Hari Muharam; Agus Setyo Pranowo
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.449

Abstract

This study examines the influence of price perception and online promotion on brand awareness and its implication for purchase decision for KaiaMuslimWear kurta products. The issue addressed in this study is the need for KaiaMuslimWear to strengthen its competitive position in the Muslim fashion market, particularly in the men’s kurta category, where consumers are exposed to various product alternatives, competitive prices, and intensive digital promotion. This study used a quantitative approach with a descriptive and verificative design. Data were collected through an online questionnaire distributed to 200 KaiaMuslimWear consumers and analyzed using SPSS 27 and LISREL 8.80 with Structural Equation Modeling. The results show that price perception and online promotion have positive and significant effects on brand awareness and purchase decision. Brand awareness also has a positive and significant effect on purchase decision. Furthermore, brand awareness significantly mediates the effect of price perception and online promotion on purchase decision. These findings indicate that purchase decision is shaped through an integrated process involving perceived price fairness, online promotional effectiveness, and consumer awareness of the brand.
Customer Experience and E-Wom Effects on Brand Image and Patient Revisit Intention at Dental Clinics In Bogor Siti Holilah; Agus Setyo Pranowo; Herdiyana
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.450

Abstract

This study aims to analyze the influence of customer experience and electronic word of mouth (e-WOM) on brand image and their impact on patient revisit intention at dental clinics in Bogor City. The study was motivated by the increasingly competitive dental service industry, the growing role of digital reviews, and the need to strengthen patient retention in dental healthcare services. A quantitative explanatory approach was employed using an online survey of 200 patients who had visited dental clinics in Bogor City at least once. The data were analyzed using descriptive statistics and Structural Equation Modelling with LISREL 8.80. The results show that customer experience has a positive and significant effect on brand image and patient revisit intention. e-WOM also has a positive and significant effect on brand image and revisit intention. Furthermore, brand image positively affects revisit intention and partially mediates the relationship between customer experience and e-WOM on revisit intention. These findings indicate that dental clinics should integrate service experience management, credible digital reputation, and consistent brand image development to increase patient retention.
Service Quality and Social Media Marketing Activities as Determinants of Revisit Intention: Customer Satisfaction as an Intervening Variable Regina; Agus Setyo Pranowo; Sufrin Hannan
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.451

Abstract

This study examines service quality and social media marketing activities as determinants of revisit intention, with customer satisfaction as an intervening variable at Flui Restaurant & Cafe Bogor. The research was motivated by the decline in customer visits despite the restaurant’s strategic location, unique waterfall concept, and active social media promotion. A quantitative explanatory approach was applied using a cross-sectional survey of 400 customers who had visited Flui Restaurant & Cafe Bogor. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling with LISREL 8.80. The results show that service quality has a positive and significant effect on customer satisfaction and revisit intention. Social media marketing activities also have a positive and significant effect on customer satisfaction and revisit intention. Furthermore, customer satisfaction significantly influences revisit intention and partially mediates the relationship between service quality and revisit intention, as well as between social media marketing activities and revisit intention. These findings indicate that increasing revisit intention requires an integrated strategy involving consistent service quality, interactive social media marketing, and customer satisfaction improvement
Customer Value in Social Media Marketing and Service Quality Effects on Britama Prioritas Decisions at BRI Sukabumi Alya Aprilianti; Agus Setyo Pranowo; Jan Horas V. Purba
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026): July
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.461

Abstract

This study examines the role of customer value in mediating the relationship between social media marketing and service quality toward the decision to become a BritAma Prioritas customer at Bank Rakyat Indonesia Sukabumi Branch. The key issue addressed in this study is the need to understand how digital marketing communication and priority banking service quality can be converted into meaningful value that influences premium customer decisions. This research employed a quantitative explanatory approach involving 386 BritAma Prioritas customers as respondents. Data were collected through structured questionnaires using a five-point Likert scale and analyzed using Confirmatory Factor Analysis and Structural Equation Modeling. The results show that social media marketing and service quality have positive and significant effects on customer value. Social media marketing, service quality, and customer value also positively and significantly influence customer decision. Customer value was found to be the strongest predictor of customer decision and significantly mediated the effects of both social media marketing and service quality. These findings indicate that customer acquisition in priority banking depends not only on promotional activities and service performance, but also on customers’ holistic value evaluation.
Co-Authors Alya Aprilianti Desi Sulastri Herdiyana Jan Horas V. Purba Muharam, Hari Regina Siti Holilah Sufrin Hannan